Impact of Media on Health

Awareness and Changing Opinion

for Women Empowerment

*Sharmila Kayal, ** Lourdu Vesna. J

Research Scholar, Department of Mass

Communication, Pondicherry Central University

Introduction:-

The present study aims at the impact of media

education increasing health awareness and how it

acts like a change agent in the process of changing

opinion for women empowerment especially through

television

Objective of the study:-

This qualitative paper attempts to identify how media

can supplement and educate these effects by having

a comparatively better impact on the motivational,

behavioural or attitudinal aspects of women’s health

Area of Research –

Pondicherry is the union territory in India which has

both the rural and urban population. This study

would address the health issues faced by them and

also identify the role of media in spreading the health

related programmes conducted by Indian

Government

Research Questions:-

In this the following research questions have been

analysed and guided for the study -

To find out the importance of media education on

fostering health awareness in the context of women

empowerment

To find out the impact of media and its reinforcing

role

To find out the changing opinions of women

regarding media education

How it carries effective role of disseminating health

messages for women empowerment

Methodology:-

The analytical case study and focus group

discussion methodology in qualitative study will be

used for this paper. It will give the detailed

information of how different programs,

advertisements in media promoting health

awareness for fostering women’s health and make

them empowered.

Participant recruitment and procedures -

Participants were actively recruited from the Pillai

Chavadi village, which have the most number of

people whose main occupation is fishing and it has

the maximum number population of fishermen

communities. All participants were required to attend

an orientation session. During this session the

research procedures were explained, informed

consent was obtained, and assistance in creating

their awareness level about government health

programmes which is disseminated through media or

by the health communicators.

Participant recruitment and procedures -

Approximately 26 participants participated in a brief

health promotion intervention of focus group

discussion. Prior to the intervention of health

promotion; it was given the opportunity to participate

in a focus group interview which was divided into two

groups that is for women for measuring their different

awareness, perspectives, accessing media for

different government health programmes by media.

All of the intervention/ discussion sessions were held

in an open field near to their residing area which was

selected on the basis of their convenience. All

recruitment and data collection for the study was

completed over two day’s period.

Data Collection

Data collection included qualitative measures. Upon

completion of the intervention of focus group

discussion, data was collected that assessed overall

program rating and intention to utilize the health

programs in the future as well as usability and

participant satisfaction.

The two focus group interviews and discussions

were also held. There were a total of 21 participants,

all of whom had participated in the intervention. The

FGI was conducted face–to–face about government

health interventions. This FGD lasted approximately

45 minutes and was digitally recorded.

Data Collection -

The first focus group was held in person in order to not

only discuss the health intervention program the

participants experienced in, but also to gain insight into

other aspects related to how they are using that

programmes in day to day life (for example polio

intervention programme for children 0-6 years). Since all

FG participants were new to that discussion and

interview, we wanted at least one discussion where all

verbal and non–verbal cues would be available and

feedback would be immediate. This setting was the best

way to gather new insights we could ask later groups.

This group then helped solidify and confirm the questions

we would ask in the later FGIs, which all took place in

that place which was very convenient for them.

Data Collection -

To maximize participation, we conducted the

remaining FGIs of fishermen communities and held

them immediately following one of the scheduled

health promotion interventions. Those who had

previously signed up could attend, but it also

provided the opportunity to recruit participants

immediately. Each of these FGIs lasted about 45

minutes.

Data Analysis

Qualitative Analysis was conducted for this study.

Focus group interview transcripts were analyzed

using the descriptive analyzed method.

Results-

Several key themes were identified in two focus groups. Participants overwhelmingly thought the health information presented was useful and informative, which would then cause them to rethink their current health behaviours. Many remarked, however, it was information they already knew and while they might think about their health behaviours, they will not necessarily make any specific behavioural changes. In addition, they thought the health intervention conducted by the traditional way by their ancestors was creative, they appreciated the anonymity of the format, While participants thought the health information was useful in general, many commented it was information they already knew.

Focus Group Discussion

The first group had13 numbers of who does fishing

related work and other were 9 that are helping their

spouse as well as do household works; they stated

that their main health problem is caused by drinking

water. And they have to face many skin diseases

which is basically happening due to water. And they

also stated that major health problem among

children is diahorrea, fever, cholera, malaria.

Government Funds-

They were not aware of any government funding

which is provided by government of India. And there

was no community radio functioning and the people

of that area using radio for only gratification process,

especially for the F.M only.

“Janani Suraksha Yojana” (Safe Motherhood

Programme) is working there. And pregnant women

are getting 6,000 rupees for delivery. In this context

the Accredited Social Health Activist plays a major

role.

Awareness of Diseases from Television

Television and advertisement posters of government

and face to face communication plays a vital role in

creating awareness on polio and filaria.

Women are getting information and awareness

through advertisements and different women health

related programmes which are shown by television.

The main awareness of other diseases from

television is:-

a) cancer which top the list

b) cardio vascular diseases specially cardiac arrest

Family Planning

Family Planning is quite familiar among women. And

they came to know about family planning programme

and policy through the television advertisements

which come in between their daily television serials.

Shift in Awareness

Both communities confessed that the awareness

level was much higher for past 4 years but now it

has been shifted to local/seasonal diseases like

fever, malaria.

There was a slight shift in traditional and orthodox

belief. That women are started to believe in

allopathic than the traditional way of getting well. But

some of them still believed in traditional way of

treatment. For example, snake biting and all they

usually do traditional way of treatment for it.

Preference of Hospitals

There is a new and interesting thing that came to

know by this focus group that now a days that

community started to preferring private hospitals

which is more convenient for them in comparison to

government hospitals.

Advertisements and Posters-

The overall result from focus group discussions is

that the government posters plays a vital role in

disseminating information (especially in child health

programmes like pulse polio), and television

advertisements and health programmes also plays

an important role. And the social health activists

regular coming and their given necessary

intervention is become an integral part to their day to

day life for healthy living and for also getting

necessary information’s.

Conclusion

From this study, now we can say that the media has

a significant impact on disseminating health

information and awareness for their

empowerment.

By now, it is clear that the media plays a pivotal role

in health communication, serving as the conduit of

health information from the government and

specialized health bodies to the public. With their

extensive reach, the media can persuade target

audiences to adopt new behaviours necessary to

deal with a health crisis.